Why Food and Fashion Are Colliding in a Big Way
Sector: Consumer
Fashion Food & Hospitality Trends

Helen Collingborn, Speed’s Head of Food & Hospitality, offers a fresh perspective on this trend, delving into its enduring allure and exploring the factors fuelling its ongoing success.


In the ever-evolving landscape of fashion, where creativity knows no bounds, a curious trend has been brewing – the fusion of food and fashion. And it’s one I’m here for…

The latest buzz came from Balenciaga, as they unveiled their newest creation: a £1.3k leather handbag resembling a giant packet of crisps!

The brand is no stranger to out there creations, this launch follows last year’s famed “Towel Skirt” which was beautifully newsjacked by IKEA who seized the opportunity on their socials to show you could get the look for £16 with an IKEA alternative).  As a self-proclaimed lover of fashion and food, I couldn’t help but be captivated. But also found myself asking, “why?” and “who is actually buying this?”.

That said, this isn’t a one off. The trend has been building momentum for years now. Back in 2020, we saw McDonald’s and Crocs teaming up. Capitalising on childhood nostalgia, the quirky, limited-edition footwear featuring McDonald’s iconic motifs became an instant hit, appealing to consumers’ emotional connections with both brands. Similarly, Greggs saw success with its partnership with Primark with bucket hats, cycling shorts and hoodies.

It’s not surprising food and fashion are becoming partners in crime. Both provide an opportunity for self-expression. And both deeply intertwined with culture, identity, and personal taste, making them natural allies in the realm of creativity.  And of course, there’s a lucrative opportunity for brands looking to capitalize on a burgeoning trend. According to Visual Objects (2021), 71% of consumers enjoy a collaborative partnership are more likely to buy a co-branded product.

So, how can brands harness the power of this delicious intersection?

Firstly, embracing creativity is the key. Whether it’s reimagining iconic food packaging as fashion statements or infusing food-inspired elements into clothing designs, there’s ample room for innovation.

Secondly, tapping into nostalgia can be a powerful tool. Just as the McDonald’s x Crocs collaboration struck a chord with consumers’ childhood memories, brands can leverage nostalgic elements to create resonance and emotional connection.

Additionally, fostering authentic collaborations with complementary brands can amplify reach and appeal. By joining forces with like-minded partners, brands can tap into each other’s audiences and create synergistic campaigns that resonate with consumers on multiple levels.

As boundaries continue to blur, brands that embrace this trend with authenticity and ingenuity stand to reap the rewards, captivating audiences and shaping cultural conversations in the process. So, here’s to a future where our wardrobes are as deliciously diverse as our palates. I can’t wait!